Brand Commitments

Brands are like people. People whose actions are consistent build a strong identity.

A graphic identity is one of the most valuable assets of a brand. It symbolizes a whole set of commitments: to a vision, to a value proposition, to an audience. Market circumstances can necessitate the rethinking of any and all of these commitments, but unless and until that happens, upholding them typically means staying true to the symbols that represent them.

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